Kids being kids.
Oh, Sugar! was born from the eye of a fashion producer and a special love for the world of children. We are an authorial beachwear label from Belo Horizonte, Brazil, bringing together the sweetness of childhood and a sharp sense of fashion.
Who makes it
Oh, Sugar! was created by Juliana, who worked as a fashion producer for 25 years. That gave her a contemporary eye and real attention to detail. Inspired by the world of children, which always enchanted her, and by her own childhood, with summer vacations between the beach and the family farm, she brought it all together to make little ones even more charming and ready for fun.
Our prints
Every print is exclusive, created in our own studio and often inspired by nature: its colors, shapes and small wonders. Fruits from a Brazilian market, dandelions from the garden, butterflies in the sun. Each collection tells a little story from Brazil.
What we believe
We believe in a childhood with more freedom, more imagination and more time outdoors. In the simple moments, the first wave or a nap under the umbrella, that become the memories we carry for life.
Beach to street
Our pieces are timeless and made to go from the beach to the pool club to the streets. A bikini, a tulle skirt and a kaftan in the same print make a whole day of looks.
From Brazil to the world
Oh, Sugar! is already loved by families in Brazil. Now we are taking the same prints, care and sweetness to little ones around the world.
What guides every piece
- AuthenticityEvery print is ours, from the first sketch.
- CreativityFashion thinking, even in the smallest sizes.
- GentlenessSoft details, careful finishings, comfort first.
- FreedomPieces made to move, play and explore.
- Respect for childhoodWe design for kids, not for mini-adults.
Find your favorite print
Swimsuits, bikinis and cover-ups from 6 months to 12 years.
Shop the collection